Ann Williams Group

Situation

Founded in 2007 and based in Bloomfield Hills, Michigan, Ann Williams is a leading manufacturer of award-winning and innovative arts & crafts kits for all ages. From learning to sew or creating room décor, to making jewelry and much more, Ann Williams invites children to explore new creative possibilities, learn new skills and express themselves in new and magical ways.

The Company has sold millions of kits to new generations of inspired makers worldwide and has received 50+ prestigious toy industry awards, which are a testament to its success. Ann Williams distributes its products through key mass retailers, including Walmart, Target, Nordstrom, Michaels, plus specialty and independent retail channels.

The Company’s founders engaged Amherst Partners to conduct a sale of the business.

Solution

Amherst’s efforts were focused on finding a well-positioned partner capable of supporting further expansion of the business.

Amherst prepared comprehensive marketing materials articulating the Company’s unique attributes and growth potential, and successfully marketed Ann Williams to a highly targeted universe of prospective buyers.

Results

Amherst managed a comprehensive search which generated significant interest from both strategic and private equity partners.

After receiving competitive indications of interest, the Company elected to pursue a transaction with Audax, a firm with deep consumer sector experience and a track record of helping high-growth businesses reach new levels of success.

Brands that will join the PlayMonster lineup as part of the acquisition include Craft-tastic®, Loopdedoo®, Craft Crush®, Loopdeloom®, and Sticker & Chill™.